Häagen-Dazs wants to turn attention away from Centre Court and on to fans to mark its five-year sponsorship deal with Wimbledon.

The luxury ice-cream brand has enlisted street-style photographer Adam Katz Sinding to shoot a real-time portrait series to bring to life the brand’s social #LoseYourself campaign.

Instead of focusing on the usual suspects like Murray, Williams or Federer, the photography project will instead capture the most intense and emotional moments from the tournament through candid pictures of the SW19 crowd via Katz Sinding’s distinctive style.

Conceived by Grey London, the project will run throughout the length of the partnership and will feature on Häagen-Dazs’ social channels (including Twitter and Instagram), digital-out-of-home sites in London and national billboards.

It will be supported by other social-led content including a Häagen-Dazs branded Snapchat geofilter, a promoted #LoseYourself Twitter trend and influencer PR.

Snapchat has been key to the tournament this year having signed a multi-year deal to share live moments from the competition and sell ad space to official sponsors.

Richard Williams, Northern Europe marketing director at Häagen-Dazs owner General Mills, said of the campaign: “Given both create intense moments and guttural emotion, losing yourself to Häagen-Dazs and losing yourself to Wimbledon fit naturally. But while anyone can lose themselves in a tub of Häagen-Dazs, not everyone is lucky enough to make it down to Wimbledon.

“We wanted to capture those edge-of-your-seat moments to bring that emotion alive for Britain and in Adam, we’re working with one of the most distinctive portrait photographers of his generation. The result should be something genuinely eye-catching.”